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December 30, 2020
Breitling's Next-Generation Watch Box Recognized for "Environmentally and Economically Beneficial Technology" | BREITLING
BREITLING
Bertrand Piccard on His Relationship with Breitling
Breitling has developed a new watch box using rPET (100% recycled PET). Its global rollout begins in spring 2021. Ahead of this, the initiative received the "Efficient Solution Label" from the Solar Impulse Foundation as a "technology with positive environmental and economic impact." We asked Mr. Bertrand Piccard, the foundation's chairman, about the new watch box and his relationship with Breitling.
Text by KOIZUMI Yoko | Edit by TSUCHIDA Takashi
A Watch Box Born from New Ideas
With the goal of reducing environmental impact and protecting our beautiful planet, Breitling embarked on developing an environmentally conscious watch box. The watch box here refers to the container for storing a purchased watch. Many luxury brands offer substantial, elaborately designed, and robust boxes, but Breitling has significantly altered this convention.
The previous packaging included an outer box, inner box, watch pillow, travel pouch, international warranty, chronometer certificate, instruction manual, and, depending on the model, a guide to using the slide rule, all contained as a single unit. This has now been condensed into three items: the box, a watch pillow, and a quick start guide.
The key features are the adoption of "rPET (100% recycled PET)" for all materials used in the box and watch pillow, and the design that allows it to be unfolded into a flat state, as shown in the photo.
By unifying the materials, not only is the procurement process simplified, but it also leads to the elimination of waste and a reduction in refuse. It is also easy to recycle again when no longer needed. Furthermore, by reducing the box size to approximately half of the previous dimensions, the amount of material itself is reduced.
The design, which allows it to be flattened by unfastening the buttons, improves space efficiency. This enables more boxes to be transported at once, leading to fewer shipping trips. Moreover, by reviewing transportation routes and shipping directly from manufacturing facilities to major global cities, the transport distance has been reduced by an average of about 30%. This has resulted in a reduction of over 60% in CO2 emissions during transport compared to the past.
The watch pillow can be used as a travel pouch when unfolded, and customers can choose between the box with the watch pillow or just the watch pillow upon purchase. It is also significant that the system stimulates user awareness of environmental conservation.
CEO Georges Kern also expressed confidence, stating, "We have created a box that delivers results beyond our initial objectives." He added, "Of course, you can still choose the traditional box. In that case, we recommend a voluntary donation to SUGi to offset the environmental impact." SUGi is a venture working to restore seed diversity, and donations are used for ecosystem restoration in SUGi urban forests worldwide.
First "Efficient Solution Label" Certification for a Watch Package
Breitling's new watch box has received the "Efficient Solution Label" certification from the Solar Impulse Foundation.
The Solar Impulse Foundation was established in 2004 with the aim of advancing beneficial solutions for sustainable economic growth to the next phase. The foundation selects 1,000 solutions that achieve environmental protection while generating profit, and grants the "Efficient Solution Label" to certified solutions. "Efficient" means "beneficial," and "Solution" means "resolution." A direct translation would be "certified as a beneficial resolution." It is currently the only evaluation system that guarantees the profitability of products and processes that protect the environment.
Bertrand Piccard founded this foundation.
Bertrand Piccard was born in Switzerland in 1958. He has had a career as a pilot, adventurer, humanitarian, and psychiatrist. In 1992, he won the Chrysler Challenge transatlantic race. He attempted to circumnavigate the globe non-stop by hot air balloon, succeeding on his third attempt in 1999 with the "Breitling Orbiter 3." In 2004, he founded the "Solar Impulse Foundation" to certify and promote new solutions focused on balancing environmental protection and economic activity. He then attempted and succeeded in circumnavigating the globe in an airplane powered solely by solar energy, "Solar Impulse." Departing from Abu Dhabi, United Arab Emirates, on March 9, 2015, he returned to the same location on July 26, 2016. During the journey, he made a diversion to Nagoya Airfield in Japan, among other stops.
Mr. Piccard is a pilot, psychiatrist, and adventurer. He is also the person who achieved the first non-stop circumnavigation of the globe by balloon. The aircraft used at that time was the "Breitling Orbiter 3." Incidentally, his grandfather, Auguste Piccard, was a balloonist and deep-sea explorer, and his father, Jacques Piccard, was a marine explorer, making them an adventurous family.
Breitling sponsored the non-stop circumnavigation project by balloon, which was successfully completed in 1999, following attempts in 1997 and 1998.
"Our relationship began when Breitling supported me in winning the first transatlantic balloon race in 1992. We have built a friendship and a loyal relationship spanning about 30 years. Since then, Breitling has supported my third attempt with Breitling Orbiter 3, the co-founding of the humanitarian organization 'Winds of Hope,' and currently supports the 'Solar Impulse Foundation' which promotes environmental protection solutions."
In 2019, Breitling collaborated with a partner to develop and commercialize a nylon strap made from recycled fishing nets. This time, they have produced a watch box using recycled PET, demonstrating their commitment to environmental conservation through their products.
"Breitling has a pioneering spirit in all areas related to technology. What I find remarkable is their use of technology for environmental protection and their leadership in the industry by creating straps and watch boxes. I believe the significance is immense because no one had thought of making such a box before."
How is the "Efficient Solution Label" selected?
"It is certified only after undergoing a specialized process by our group of experts. A group of 420 independent experts examines every submitted idea from three perspectives."
One perspective is reliability: the ability to be commercialized immediately, having a clear concept, and being beneficial to both producers and users. The second is economic benefit, creating jobs, and enabling savings. The third is environmental protection. Only when all three are met is the label awarded.
As mentioned earlier, the advantage of this label is that it proves the simultaneous achievement of environmental protection and profitability. Therefore, it can help startups find investors and customers. Mr. Piccard also emphasizes that it can demonstrate to governments worldwide that "protection is more profitable than environmental destruction."
However, one might suspect some "favoritism" in this selection, given Breitling's long-standing relationship with the foundation. But Mr. Piccard dismisses this question with a laugh.
"It's because all the experts determined that it meets all the criteria. It is highly efficient in terms of resource utilization. By using materials that would otherwise be discarded, ground up, and burned, it is clearly integrated into the economic cycle. The design that allows it to be flattened also greatly contributes to cost reduction during transport. I really like this box. Not only does it achieve environmental conservation, but it is also beautiful and modern. It's wonderful that environmental protection and beauty are achieved simultaneously. I own about 20 Breitling watches, and my attic drawers are filled with huge boxes. (By making them flat) it's nice that the drawers become tidier too (laughs)."
Leading the Industry, Educating the World
Mr. Piccard also believes that excellent products have the effect of educating consumers.
"I believe various companies have a role to play in society. Breitling has a role to play in the luxury watch industry, serving as an example. People buy Breitling watches because they like the product, aspire to the brand, or identify themselves with the brand. If Breitling users become pioneers in paving the way for a more eco-friendly path through the watch box, it will help educate consumers about environmental protection. It also sends a message to many other luxury watch brands that they can participate in environmental protection, making it easier for them to follow suit."
Breitling's Watch Box is the 755th Solution, and there are currently 897 certified solutions (as of December 25, 2020).
"When we reach 1,000, I am considering another circumnavigation, following Orbiter and Solar Impulse. This means the goal is to 'circumnavigate the world with solutions.' In other words, I want to propose various solutions to large corporations, government agencies, the UN, and governments. I want to show them what tools are currently available in the world for more proactive environmental and energy policies, and that solutions exist that can protect the environment while creating jobs and enabling economic development."
Mr. Piccard also stated that he wishes to maintain the same level of communication with Breitling going forward.
"We have a friendship. We want to grow together through the foundation and other projects. Just like with Orbiter, we might encounter new dreams in unexpected places. Also, we have the significant challenge of working with renewable energy, so I want to continue walking alongside Breitling."
